Insurance brokers need to make adding value to the customer a top priority.

That is the message from Insurancewide.com, a price comparison website.

James Harrison, chief executive of Insurancewide.com, said brokers needed to demonstrate to customers that they were adding value to ensure repeat business.

"They (brokers) have direct contact with a customer something an aggregator does not, that is a huge advantage for a broker, if they provide a good service," the Insurancewide.com boss added.

"If they add no value, the customer will not associate with them and will return to the aggregator when they next need insurance."

Insurancewide.com recommends that brokers offer products from aggregators in their own searches to encourage customers to come direct to them.

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